In this case, we're testing the "Start shopping now" button. The goal is to determine which button design attracts the most attention.
Design at least two (preferably three or more) variations of the element. In our example, we have three button designs:
1. A grey button
2. A white button with a border
3. A green button
Upload each design variation to ScreenLab and generate heatmaps for each. Ensure all other elements on the page remain constant to isolate the impact of the button change.
Compare the heatmaps, focusing on the area around the button:
- Grey button: Minimal heat signature, suggesting low attention.
- White button: Slightly more noticeable, but still not a strong focal point.
- Green button: Shows a distinct red/orange heat spot, indicating high attention.
The green button clearly attracts the most attention. This suggests it's the most effective design for drawing users' eyes to the call-to-action.
While the button is important, also note how attention is distributed across the page. In all versions, the category images (especially "Womens") and the headline area attract significant attention.
Based on the heatmap data, the green button appears to be the optimal choice for attracting attention to the call-to-action.
Use the heatmaps to visually demonstrate why the green button is recommended:
- Show all three heatmaps side by side.
- Point out the clear heat signature on the green button compared to the others.
- Explain how this increased attention could potentially lead to higher click-through rates.
If a client prefers a different color for branding reasons, use the data to discuss the trade-offs:
- Acknowledge the importance of brand consistency.
- Suggest testing the preferred brand color against the green to see if it performs similarly.
- Propose a compromise, such as using the brand color but in a more attention-grabbing design.
Recommend additional tests to refine the design further:
- Test different shades of green or other high-performing colors.
- Experiment with button size or shape.
- Try different button placements on the page.
Step 11: Implement and Monitor
After implementing the chosen design, use ScreenLab to monitor how it performs in the context of the live site. This can help identify any unexpected issues or opportunities for further optimization.
By using ScreenLab's heatmaps for A/B testing, designers can make data-driven decisions that are likely to improve user engagement and conversion rates. This approach not only helps in creating more effective designs but also provides concrete evidence to support design choices when communicating with clients. Remember, while attention is crucial, it should always be balanced with overall user experience and brand guidelines.
